Overview

"In the book ""Social Media Advertising and Purchase Intentions"" by Ashwyn Kumar, the author explores the relationship between consumers' attitudes toward social media advertising and their purchase intentions. The rapid growth of social media platforms has provided businesses with new avenues for advertising and reaching their target audience. Understanding how consumers perceive and respond to these advertisements is crucial for marketers to design effective strategies and drive consumer behavior. The book delves into the various factors that influence consumers' attitudes toward social media advertising, including the content, format, and credibility of the advertisements, as well as consumers' individual characteristics and preferences. It examines the impact of these attitudes on consumers' purchase intentions, exploring how positive attitudes can lead to increased purchase motivation and behavior. Through empirical research and analysis, the author presents valuable insights into the complex dynamics between consumers, social media advertising, and purchase intentions. The book offers practical implications for marketers and advertisers, providing strategies to enhance consumer engagement, build trust, and optimize social media advertising campaigns. Overall, ""Social Media Advertising and Purchase Intentions"" is an essential resource for professionals in marketing, advertising, and consumer behavior, as well as researchers and scholars interested in the evolving landscape of social media advertising and its impact on consumer decision-making."

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9781805299455

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